Parmigiano Reggiano Crack!

Breaking into a wheel of our 24-month aged Parmigiano Reggiano is like cracking open a bit of happiness. Join us in our store as we simultaneously crack and sample over 400 wheels of authentic Amazing Parmigiano Reggiano, the Mightiest of Cheeses, across all of our stores in the US, Canada and the UK.

The Parmesan Crack

We honor the crown jewel of cheeses-Parmigiano Reggiano! Today, all Whole Foods Market stores will demonstrate the ancient art of cracking and sampling our hand-selected wheels of 24-month aged Parmigiano Reggiano as we attempt a cheese cracking world record

The Cracking of the Parm

More than 400 wheels of authentic, intense, complex Parmigiano Reggiano will be cracked and sampled at Whole Foods Market® stores all over the world. Enjoy free samples, entertainment, food pairings and more!

Vitamix® Road Show

What’s all the high speed blender fuss about? Come on by and find out! Discover the best tips and tricks for making deliciously healthy concoctions so you can experience (and taste) the difference for yourself!

Vitamix Live Demos

Keep those healthy eating resolutions going with Vitamix. A Vitamix expert will be demonstrating tasty, nutritious treats for everyone to try from 11 a.m. to 7 p.m. each day. Come by and check out all that the Vitamix can do to revolutionize your kitchen.

The Mighty Wheel Crack

It takes 5 special knives, strength and expertise to cut open a huge, 85lb wheel of authentic Parmigiano Reggiano. Join us at 12PST/EST to witness this feat as we demonstrate this not-to-be-missed spectacle right here at Whole Foods Market Roosevelt Square and at all Whole Foods Market stores across the US, Canada and the UK!